Happy young couple riding on a scooter together.

Diversification is hard. Here’s how to strategize.

As a visitor experience planner, market analysis is part of what I do. That is to say, I help parks, museums, aquariums, zoos, and historic sites to identify who their visitors are, and who their visitors might be in the future. And I help them figure out how to reach out to them and how …

tourists taking selfies in Sydney

Social Media: A Method to the Madness

If you are a manager in the cultural or natural history sector, you’ve probably got staff madly working on social media. Maybe you’re a social media person yourself. And if you are, you know it’s busy and challenging work. As a visitor experience advisor, I’m often asked to help put social media in the greater …

spider

Marketing: An Interpretive Approach

As a visitor experience advisor, I find that a lot of my work revolves around helping parks, historic sites, and museums do a better job of communicating who they are in an inspiring way. Naturally, as a life-long interpreter, I am a huge believer in the content-based approach. I’m not alone in this; content marketing …

couple at cafe

Why is your e-newsletter so boring?

As a visitor experience advisor, I’m a fairly big fan of using email to build relationships with your members and prospective visitors. And I’m not alone; generally, direct email is known to bring a higher return on investment than social media, and we manage to spend hours and hours every week trying to come up …

The Nonprofit Membership Conundrum

Nonprofit memberships aren’t what they used to be.  Is your organization struggling with its nonprofit membership program? Are you having a tough time keeping your membership numbers up? You’re not alone.  Membership has always been a cornerstone of the nonprofit model: any society or association is by definition a group of like-minded people—members, official or …